Former Threesome App 3nder Details Its Big Makeover

We spoke to the founder of 3nder, now called Feeld, about the company's new name and redesign.

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Aug 3 2016, 7:37pm

Image by Jojo Jovanovic via Stocksy

3nder, the app best known for facilitating threeways, has relaunched with a new brand and a new name: Feeld. The change follows their legal spat with Tinder, claiming the app's original name infringed on Tinder's copyrights.

Last year, Tinder ordered 3nder to shut down completely, and gave the company 30 days to close shop. In response, 3nder launched a #TinderSucksMySocks hashtag campaign against Tinder and wrote a post about how and why he founded 3nder on Medium.

The lawsuit between the two apps is still ongoing, but in the meantime, 3nder announced it will change its name. The new name and brand aim to make the app's brand less threesome-focused and more welcoming to all kinds of dating and sexual configurations. The re-launched app describes itself as "open to everyone, however they identify themselves."

Dimo Trifonov, the app's founder, tells Broadly the new logo and design are just a small part of a larger push to diversify the company and make it more than just an app for finding others down for a ménage à trois.

We've created a special place where people can come and connect.

"We're trying to look at people from a different perspective than most apps, where they're looked at as simply 'monthly active users.' We want to forget about that: We are changing people's lives." Trifonov claims that a rebrand has always been part of company's plan, and that just now did they find the capacity to make it a reality. Months after the app launched, Trifonov says, the company realized they were doing a lot more than helping people have more group sex. "I've received so many emails, where people have told me they look at us as saving them from society. We've created a special place where people can come and connect."

That's why, according to Trifonov, 3nder has plans over the next year to expand the company, rolling out new features and opening an experimental physical space. "What's funny with digital brands is they forget people exist in physical world. There are so many opportunities, and we want to create new ways for people to experience our brand, a brand about openness." He sees this space, which would most likely be based in London, as not just being a sex shop, but also a cultural space where people can connect through art, music and, of course, their open sexual proclivities.

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"I want to allow people to belong to somewhere they can recognize each other without technology."

As far as the new name goes, Trifonov says Feeld was born simply from the fact that the company wanted the app to serve as a "field for feelings." And though he says he is unable to comment on the company's pending litigation with Tinder, Trifonov tells Broadly that extra care was taken in choosing the name and trademarking every aspect of it. "You want to be as secure as possible so you can work on your dream."

Feeld aspires to create a trusting community for what Trifonov calls "open" people, because so many dating apps on the market are "dodgy."

"People are abusing people's urges to connect with someone, trying to make money in a bad way. Like, I can't believe Ashley Madison is still a thing. That's why some people might be skeptical about using Feeld, and maybe they think, 'Oh this app for threeways is offering this new service—it must be another scammy thing.' But we want to change that opinion."

We reached out to Tinder for comment and will update this story with any response.

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